frontal attack Observed most prominently in the smartphone market today, or more commonly

in the Pepsi vs Coca cola war since ages, a frontal attack is seen when a competitor attacks
another based on the strengths of the competitor. Example Pepsi introduces Diet Pepsi when
Coke introduces Diet coke. Both have strength of product expansion and a diverse product
portfolio. So in a direct frontal attack, Pepsi also launches a product in response to its market
challenger. intended to have a head on attack on the competitor by matching him in all the
aspects Viz, product, price, place, promotion,packaging.

NESTLE MAGGI- PRODUCT ITSELF WAS A STRENGHTH , ATTACKED IT BY SAYING HEALTH

MAGGI AT SAME PRICE POINT since it has directly attacked maggi noodles by imitating the
product, its promotion and also the variants ( regular noodles, atta noodles, etc.).

It has expressed that it is directly competing maggi noodles which are claimed to be harmful
by patanjali.

USED THE SAME NAME MAGGI AS WELL.

Encirclement attack This form of market challenger strategy is used when the competitor
attacks another on the basis of strengths as well as weaknesses and does not leave any stone
unturned to overthrow the competition.

The current E-commerce scenario is the best example of the encirclement attack where the E-
commerce companies are ready to go negative in their margins to beat a competitor on turnover
basis. They want to come on top and gain maximum customers by hook or crook.

In product encirclement, the challenger firm may introduce different types of products with
varied features and quality and may price these differently on the basis of their utility.

STRENGHTS OF BRITANNIA- 1. offering for different income groups with large assortments across
the product categories like in Biscuits they have tiger ,milk bikis , Good day, Bourbon ,little hearts,
crackers , nutria-choice. every nook & corner of the country.

1. WEAKNESS-Price of raw material: Increasing price of commodities will result in further

increase in the price of the end product. Further increase in price will result in decrease in
profitability or reduced consumption.

2. Buyers power: With highly diversified consumer goods market where there are lots of
brands claiming different sorts of benefits, its very difficult for consumers to stick to a
particular brand & hence results into brand switching where consumer get power to select a
brand based on several factors like availability, reference group recommendation,
preference & price.

3.Similar products produced by many companies means high brand switching

3. Dependency on retailers
Bypass attack

This type of strategy is found in a firm which has the brains to innovate. And when it innovates, it
bypasses the complete competition and creates a segment of its own. Off course, other
competitors soon follow. But the attack is very useful in the long term to create brand reputation
and gain customers.

The Bypass Attack is the most indirect marketing strategy adopted by the challenging firm
with a view to surpassing the competitor by attacking its easier markets. The purpose of
this strategy is to broaden the firms resources by capturing the market share of the
competing firm.

they can either diversify into the unrelated products, into the new geographical markets or
leapfrog into the new technology. Any of the approaches can be followed, provided the firm is
well equipped with the resources and is more powerful than the competing firm.

Patanjali overthrew colgate through its Dant Kanti toothpaste, which was widely accepted
and adopted by customers thinking it is more natural and healthier for teeth than colgate. also,
it was a pure veg toothpaste